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Coffee shops are becoming more aware that brand loyalty can be an effective strategy for securing a competitive edge in business. To supplement current understanding of the importance of coffee shop branding, this study investigates the role of personality traits and congruity in the formation of brand loyalty. This study finds that personality traits have direct effects on congruity and customer satisfaction, the two defining factors of brand loyalty. Overall, our results suggest that the interaction of personality traits, congruity, and satisfaction is essential to the process of influencing coffee shop customers’ brand loyalty.

Customers engage with the organisations that deliver them superior experiences. Every successful organisation is striving to engage with by providing them superior product and service offerings bundled with memorable experiences. Many companies have realised that the road to better customer retention and gradual increase in profits is through offering efficient customer experience. Well-crafted customer experience also acts as a competitive edge for the company to stay ahead of competitors. Therefore, the objective of this chapter is to understand whether CX happens by accident or it happens through a proper process. This chapter will introduce various existing CX models and also proposes design thinking approach for successful implementation of CX. While most of the existing CX models are relevant for developed economies, the design thinking approach to CX is proposed for managing CX in emerging markets.